Dudes, Whole Foods Has a TV Show Now

Whole Foods is the producer of the new TV show “Dark Rye,” which started airing January 22nd on the Pivot channel. The video above breathily promises viewers "the stories of the dreamers… who became doers."

What does that mean? A Whole Foods rep emailed us that the program is inspired by the store’s eponymous James Beard Award–winning publication, which covers topics including food, sustainability, and design. Each of the 20 episodes in the first season will feature three stories with a theme, wrote the rep, such as “Senses,” “Art,” and “Partnerships.”

Judging by the trailer, the show is going to be superhipster. We mean, hello—it’s hosted by Kirk Lombard, a San Francisco Bay Area fisherman and forager. A forager! There are also a lot of bearded people looking contemplative, which we think speaks for itself.